What is Account-Based Website Personalization?

Account-based website personalization is the act of personalizing your website based on the account that is visiting your website. For example, if Widget Corporation is visiting your website, you would personalize your website content for Widget Corporation. This process of website personalization may include swapping out your messaging for Widget Corporation’s needs in hopes that the visitor will connect with your content more.

How does Account-based Website Personalization work?

Account-based website personation works by gathering firmographic data about the visitor or visitor’s company, and then using this data to personalize your website.

How to gather firmographic data to use when personalizing your website?

There are two methods in gathering firmographic data to use when personalizing your website, using an anonymous website visitor tracking tool and using a visitor’s behavior as an indicator. Both methods are optimal when running a successful Account-based Website Personalization strategy.

Using a reverse IP address lookup service

If the visitor’s IP address is mapped to an account using a number of reverse IP address lookup services, you can use the account record to personalize the content on websites.

Using visitor’s behavior as an indicator of purchase intent

You can use a visitor’s actions as an indicator of interest in a particular subject on your website. For example, if a visitor visits a few blog posts about a particular product offering, you can infer the visitor is showing purchase intent towards a product offering and personalize any further content or messaging towards this product offering.

How to personalize a website with firmographic data

There are many different hundreds of combinations of platforms and to personalize websites with firmographic data. Two of many examples are:

Using a Website Personalization Platform

An effective strategy is to use a website personalization platform, such as Optimizely or Maxymiser. These website personalization platforms allow you to personalize, track, and measure the success of your strategy.

Using Javascript and Google Analytics

Use JavaScript to swap out content on your website and measure data by sending results to Google Analytics.